摘要：The paper follows two main objectives: to understand consumers’ perception of safety and quality of fishery products and to identify communication levers in order to improve the perceived image of fishery products. The present research is focused on the fishery products,regardless of their presentation – fresh,frozen or processed. This paper conducted a questionnaire survey of Romanian consumers’ perception toward fishery products. The empirical study with brands indicated that consumers are different awareness to domestic and foreign safety fish products. National fishery products got more attention from the consumers.
关键词：fishery products safety perception;image of fish products quality
